2015 Winners & Shortlists

The Brief

To launch Samsung’s new flagship phone, the GALAXY S5, our primary objective was to create awareness by engaging new and existing customers in the UAE and influencing their perception of the device to build brand attachment.

Describe how the promotion developed from concept to implementation

Because this is a cool smartphone that helps you express yourself and share life’s exciting moments, we wanted to create a special outdoor campaign that allowed people to do just that. We gave people the chance to showcase their ‘selfies’ and on the big screen, the display of a giant GALAXY S5 installation on Dubai’s main highway. This gave way to an unusual online-offline outdoor campaign fuelled by social media participation. We invited people to upload their ‘selfies’ for a chance to be a star for 2 days with the GALAXY S5.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign built brand equity, positioning GALAXY S5 as a companion that compliments their lifestyle and helps them stand out. It generated a social media reach of 6.21 Million. With outdoor media and online media combined, the campaign reached over 30 Million people. We also received social media posts from fans expressing their love for Samsung and GALAXY S5. It has also been credited for enabling Samsung to secure its position as the UAE’s Best Brand according to YouGov’s Annual BrandIndex Buzz Rankings as stated in the Gulf News article ‘Top 10 brands for buzz in the UAE revealed’.

Explain why the method of promotion was most relevant to the product or service

Since the GALAXY S5 is a companion that helps you share life’s moments, we created a 2-way outdoor campaign that resonates with Dubai’s trendsetters. We connected with them through social media and created a Facebook competition that enabled them to actively participate in the campaign and spread the word. It allowed us reach young adults who crave attention, are active in social media and are more inclined to share ‘selfies’.